Business, government and society - Essay Example

? BUSINESS, GOVERNMENT AND SOCIETY Table of Contents Table of Contents 2 Genetically Modified Foods Industry Overview 3 Primary Survey 5 Interview with Company Executives 5 Interview with the Associations 9 Interview with Government official 12 Interview with Customers 14 General Findings 17 Key Companies & Strategic Recommendations 19 Roles and Opportunities 19 20 20 Reference List 21 Appendix 23 Focus Group Survey – Customers 23 Focus Group Survey – Government Official 23 Focus Group Survey – NGOs 23 Focus Group Survey – Company Executives 24 Genetically Modified Foods Industry Overview Genetically modified foods are produced from the organisms and undergo certain changes in their DNA through the process of genetic engineering (Baker, 1999). These techniques have facilitated the introduction of new crop characteristics and at the same time helps in gaining better control over the genetic structure of the food. Genetic modification is a biotechnology which puts into practice for the purpose of producing new and improved products. In the context of the food industry, genetic modification refers to the production of new type of crops. In general, the food industry is currently witnessing colossal growth due to the variety it embraces within itself. Every sector, whether manufacturing or service, IT or outsourcing revolves around the food industry. Hence, it is evident that the food industry will continue to excel without facing much difficulty from the external environment (Anderson and Bettencourt, 1993). In the global context, the use of genetically modified crops has increased tremendously since its first commercial plantings in the late 1990s. By the end of 2012, the study has shown that around 12% of the world’s arable is being used for growing genetically modified crops (Baker and Burnham, 2001). The US government has even embraced the use of biotechnology for the purpose of developing a food system as the ‘silver bullet’. The global population has already crossed 6 billion and experts predict that the figure will actually double in the next 50 years. Therefore ensuring an adequate food supply is the foremost activity and is probably going to become one of the global challenges. As a result of that it is not only adjudged as the way to help farmers earn handsome profit, but at the same time this is the only feasible way to feed the growing global population (Caswell, 1998). However, despite of its growing importance and high acceptance the industry is characterized by immense turbulence. According to a number of publications, genetically modified foods negatively impacts human body and hence can be a reason for various diseases. Echoing the same another set of scholars has highlighted in the fact that genetically modified foods hardly have any nutritional value and therefore has minimal ability to proffer the required nutritional benefits. Ironically, few authors claim that the significance of genetically modified food in the nutritional health of a human being is subject of debate. According to them, genetically modified foods are contemporary and so new that drawing a conclusion about how it actually impacts the human body is not possible (Caswell and Mojduszka, 1996). One of the evident negative factors from the business context is that the process is expensive and thus farmers or the end consumers often need to pay much higher prices (Christensen, 2003). Inadequate knowledge and awareness among the farmers is also a cause of concern for the growth of this industry. Therefore from an overall discussion and analysis of the facts, it seems that with proper management, proper treatment of seeds, adequate investment and support from the government of respective countries, the genetically modified food industry could well stand out as one of the most vibrant industries of the world and can act as a solution for the future towards managing the food demand (Moore, 2001). This report seeks to throw light on the emergence and development of this industry in relationship with technological development, industry dynamics, investments, support of government, production system and supply network. The study will be accomplished through primary as well as secondary research. The subsequent sections of the study will throw light on the findings and will simultaneously analyze the data. Primary Survey The primary survey has been carried out with the help of focus group interview. The interview has 4 different groups of respondents. The respondent groups are company executives, government agencies, investors and people. The data to be gathered will be consolidated and will be presented in the form of meaningful facts. Interview with Company Executives For this purpose, two managers from the companies involved in developing genetically modified foods have been selected so as to know the areas of importance. The managers were asked questions in focus group interview and below are their response to the questions. The first question asked to them was related with the role of technology. The question was what role does technology plays in the development and prosperity of genetically modified food industry? In response to this question, one of the managers stated that technology is the sole driver of this industry. Without proper technology and infrastructure, this industry would not have flourished. He further stressed on the fact that the industry runs with technology and without this other vitals tasks such as research and development works, testing would have been not possible. The other author regarding this question replied that technology and genetically modified food industry moves parallel to one another and it is the robust development of technology that made the researchers and scientists to explore this dimension (Nelson, 1970). The manager also cited an example, where he mentions that technology greatly fosters experimentation and to add to that the biggest advantage is that it provides better control over the experiment and thus minimizes the risks (Anderson and Bettencourt, 1993; Baker and Burnham, 2001; Caswell, 1998). The next question was about the role of market dynamics. The question was what is importance market dynamics and market demand for genetically modified food industry? On asking them about the role of market, both of them stated that market is another major factor, because without adequate demand and high acceptance rate, it would be impossible for the companies to survive in the market place for long. One of the manager states that due to several negative health impacts associated with the genetically modified foods, people often hinder themselves from consuming it, but at the same time some believe genetically modified foods offer additional nutritional value. Thus, it all depends upon the perception of consumers and how well the product is being marketed. One of the most vital factors of success of an industry is the quality of products. This product quality largely depends upon the production technique adopted by the company and also the background research works. In the similar way, the prosperity of the genetically modified food industry is greatly dependent upon the production techniques. Hence, they were asked about the significance of production technique and the question was: To what extent production technique is important for the growth and development of for genetically modified food industry? On asking the managers about the significance of production technique one of the managers stated that for some industries such s electronics, apparel etc. product quality is more important than the technique of production, but for some industries such as automobile, food processing etc. both production technique and product quality is equally important. In the similar way, the other manager also believes that production system adopted is the key towards gaining success. He further emphasised on the fact that the significance of production technique is more for the companies involved in production of genetic foods. He exemplifies that preservation of the nutritional value is depended upon the manufacturing process. Hence, companies must adopt suitable techniques of production that do not compromises on the nutritional value or negatively impacts the health of mankind. The managers were also asked about the role of supply chain for this industry. The question was: Kindly elaborate on the importance of supply chain management and logistics services in the growth of this industry? Regarding this aspect, one of the managers stated that the role of supply chain is almost similar for every industry. The quality of supply chain management is directly proportional to the affluence of the industry. Moreover with greater reach it is obvious that the chances of success will double as the market size and scope both increases. On the contrary, the other manager stated that all these factors such as the way products is being promoted, the quality of the food, awareness of people, technological infrastructure and the depth of supply chain network are all interconnected and is equally responsible for a company’s and industry’s welfare. Hence, from the discussion and their opinions about the role of technology, it can be said that technology plays an imperative role in the development and growth of this industry. In addition, the survey also made it evident that the market dynamics also plays a key role in defining the success of the sector. Therefore it can be analysed that companies belonging to these industry must put in strong efforts so as to improve the technological infrastructure and at the same time must invest significant amount of money in the field of research and development. Interview with the Associations In this context, two renowned NGOs were selected and one employee from the each of the associations was selected to know their opinion about genetically modified industry. They were mainly consulted about the ethical side of the industry and the activities they are undertaking in order to ensure food safety and security. The names of the NGOs are not disclosed due to issues related with privacy. The first question asked to them is about the ethical aspect of the industry. The question was: To what extent do you consider genetically modified food industry is ethical from the societal perspective? In response to this question, one of the members of an association started that “even if we start to decipher whether genetically modified foods are ethical from societal perspective or not, a solid conclusion will be difficult to draw”. The respondent also mentions that in reality human being has been consuming genetically modified foods for almost a decade and as per statistics around 75% people consumes food which are genetically modified (U.S. Department of Commerce, U.S. Census Bureau, 2010). Supporting this statistics, another member articulated that cereals, crackers and cooking oils and every item that consists of corn or soy are genetically modified. Hence, if consider this as unethical then from the other side feeding billions of population without modification is practically impossible. Moreover, it has been also discovered that genetic modification is being practised since the beginning of farming practices. However, at that period of time the technique of modification was different. Therefore it can be concluded that the industry is not at all unethical rather the means by which future demand can be satisfied. However, the person from the NGO mentioned that crops should be developed in such a manner that it does not loses its nutritional value and along with that offers the other advantages as well. Echoing this point another member mentioned that it is the duty of companies to manufacture products that do not harm human being and offer equal nutritional values. Hence, to achieve the same the members of the association have stated that companies must invest more on the research and development activities and at the same time should also focus on the development of infrastructure. The respondents were also asked about their activities through which they can safeguard the interest of people and society. The question was: What activities do you undertake in safeguarding the interest of people and society pertaining to the consumption of genetically modified foods? In reply to this question, one of the executives of the NGO stated that their establishment has undertaken a number of approaches so as to create awareness among the consumers. The respondent highlighted that in the recent past the company has organised a campaign for the purpose of generating awareness among the consumers of genetically modified foods. He also mentioned that the aim of this campaign was not to influences consumers for not consuming genetically modified foods, but the objective was actually to ensure people buy and consumes food which does not harm their health. Figure 1 – Issues Surrounding GMO Echoing the same, the other member of the NGO emphasized on the fact that not only looks after the welfare of consumers but also take into account the betterment of the environment. The respondent mentioned that due to genetic modification, there are high chances of environmental impact. Regarding this matter, the respondent states that they carry out intensive research works in order to identify the ill effects of genetic modification of crops on the environment and also finds ways by which this situation can be surmounted. The principal aim is to assist the new entrepreneurs and existing firms involved in the production of genetically modified foods to comply with the environmental rules and standards. Hence, from the discussion with the members of different association, it has been observed that NGOs are playing proactive roles in ensuring food safety and security. Apart from that few of the NGOs are also considering the importance of preserving the environment. Interview with Government official The interview with the government officials is extremely important to know the situation of the industry. The government official has been questioned about the rules and regulation or the policies they have implemented about the production and distribution of genetically modified foods. The sample size for this survey was only 1 due to the non availability of other respondents. On asking the government official about the policies or rules and regulation, the official highlighted that government has always supported activities that is meant for the development of society and human being on a whole. The question asked to him was: what are the policies and rules does the government has imposed pertaining to the management of the genetically modified food industry? One of the most evident activity undertaken by the government is imposing the rule and passed the law where food manufacturers are bound to furnish the nutritional information and along with that whether the food contains genetically modified materials or not. According to a study carried out by the US government have suggested that a majority of the US consumers are curious to know about the raw materials used in manufacturing a food and whether the food products contains any kind of genetically modified foods or not. On asking him about whether the government has taken any steps to safeguard the interest of the consumers. In this context, the official responded that “The United States has no government-sponsored food-labelling schemes that state whether or not food products contain GM material. Government regulations do, however, prohibit the presence of genetically engineered material in food that carries the government-approved label assuring that food is produced using organic production processes” (Emma, 2013). Hence, this step of the government will allow consumers to genetically modified foods who wishes to and can go for organic foods. However the government has taken an initiative to assure a food free of genetically modified seeds is labelling system where the government after testing the food labels the food as "GMO-free." This gives the consumers an additional option through which they can avoid consumption of genetically modified foods. Although the government does not regulate the level but might intervene if evidences pertaining to misleading activities are identified. The official was also asked about the other activities of the government pertaining to the management of food security or addressing the concern of the consumers related to food. The question was: what are the activities undertaken by the government to ensure food safety and security? Also comment on the management and legislative frameworks that the government has undertaken to ensure safety over the consumption of genetically modified foods? In response to this question, the official mentioned that there are two ways by which the concerns of consumers are addressed. One of the methods is the certification of government. In case of the second method, the official mentioned that the government always promotes or fosters consumers to use renowned brands. The last question asked to him was related to the policies adopted by the government to safeguard and manage consumer’s interest. In response to this question, the official highlighted that government has a separate department which carries out the function of scientific assessment of the products and at the same time evaluates the environmental risks and human health related to GM crops. The government has set up three different levels of legislative framework. The levels as stated by the official are mentioned below: - 1. In the first level, the government asses the GM crops thoroughly and is only released if the assessment reveals that the crops are safe for the environment as well as safe for the human health. 2. In the second level, the government prohibits the sale of GM foods until and unless it is found safe. 3. The third level is characterized by the labelling of foods by the government in order to ensure the consumers that consumption of the labelled foods are safe and secure. The labelling is done as per the government’s food standard codes. Hence, from the above discussion it is evident that the government is taking proactive roles in managing the issues of genetically modified foods. Interview with Customers Customers are probably the most important stakeholders of a company and without having a base of loyal customers; a company cannot function effectively in the market place. A number of scholars have mentioned that consumers are important for a business. A company, whether belonging to a service industry or product manufacturing industry cannot function in the market place without having a set of loyal customers. Consumers are the one who ultimately purchases the products or services from the company. Hence, without customers there is no point carrying out a business as there will be no buyers. The behaviour portrayed by the consumers plays indispensible role in defining the scope and or a firm as well as industry. For example, the behaviour portrayed by the consumers reflects the current buying behaviour of the consumers and how the consumers will behave in the future. Hence, consumer survey will help the company to determine the future state and can develop strategies accordingly. In this context also, a consumer behaviour study pertaining to the genetically modified crops will be carried out so as to identify the intention of consumers. The consumers were mainly asked about their perception on genetically modified food items. The total number of respondents in this context was 5 and feedbacks of each of consumers were recorded in order to draw a conclusion. The first question asked to one of the consumers was related to his through about genetically modified food. The question was: Kindly comment on your perception about the consumption of genetically modified foods? In response to this question, the customer highlighted that he would not mind consuming genetically modified foods if the nutritional value of the item is not compromised. However, the respondent also mentions that price of the product will be considered before buying the product. On asking the same question to another respondent he mentioned that he will also not mind consuming genetically modified foods if the product does not have any negative health impacts. However, the most interesting thought portrayed by the author is about the role of government. According to the consumer, it is better to stay away from the genetically modified foods because modification of the crops will not only degrade the quality but at the same time minimizes the effectiveness of the food. However, he states that if the government provides security and safety about the food quality, then it can be consumed without any apprehension. Hence, it is evident that the consumers feel relaxed if the government lends its supporting hands and provides security. The consumers were also asked about their thought on the differences between normal food and genetically modified foods. The question was: Do you find any difference between a genetically modified food and an organic food? In response to this question, one of the consumers stated that the only difference between an organic food and a genetically modified food is that organic foods are grown naturally whereas the genetically modified foods are grown with the help of technology and different scientific methods. As a result of that the originality of the food crop is lost and results in the formation of a new type of food either with added benefits or degrades the quality. The production system of the technique adopted in this context acts as the decisive factor for the management of quality or degradation of quality. In the similar way, one of the remaining four respondents stated that organic products are those which are typically grown without any help or assistance of pesticides, synthetic chemicals or any genetically modified organisms. On the contrary, genetically modified foods are produced with the help of any of the above-mentioned elements to modify the crop. Therefore from these findings, it is evident that consumers have clear idea about the differences between the two distinct products. One of the most interesting findings of the study was related with the ability of consumers to identify whether a food is organic or genetically modified. This question was asked to know whether a company involved in production and distribution of genetically modified foods might deceive consumers or not. The question thrown was: How do you understand the differences between the two types of foods in terms of taste and appearance? On asking this question about the differences of two products, one of the consumers stated that the difference in a naturally grown food and a genetically modified food is identifiable in most of the cases. He states that the differences are clearly visible with vegetables and mentions that a genetically modified vegetable looks fresh and is also larger in volume. On the contrary, a vegetable grown through organic manner loses its freshness in the natural way. Moreover, there are differences in terms of size as well. Another consumer states that although differences in both can be identified with their appearances but the taste hardly differs and as a result of that it is difficult for a consumer to identify the differences while consuming it (U.S. Department of Agriculture, 2003). Another question asked to the consumers was related to their perception about genetically modified consumption. The consumers were asked to rate a genetically modified food and an organic food considering the factors such as availability, price, health issues, government role and health benefits. The question was: On a scale of 1-5, kindly rate genetically modified foods and organic foods by taking into account the below mentioned factors? (availability, price, health issues, government role and health benefits). In reply to this question, 3 of the consumers have mentioned organic foods are more useful if comparisons between the two types are carried out. They were also asked about the reason behind going with this choice and in response to this the only common reply was the quality and nutritional value offered by an organic food is much higher than the genetically modified foods. However, two of them believed that if all the factors are considered, genetically modified foods offer more value. This is because genetically modified foods not only offer greater volume but is also available everywhere (Noussair, Robin and Ruffieux, 2002). The last question asked to them was related with the factors considered by the consumers before choosing a genetically modified food over an organic food. The question was meant to underpin the characteristics considered by the respondents before buying a genetically modified food. The question was: what factors do you consider before actually making a purchase? In response to this question, one of the consumers stated that brand value of the company who is selling the product is considered. In addition, another consumer also mentioned that he considers government labelling before actually making a purchase. Therefore from the discussions above it is obvious that consumers consider a number of factors before actually making the final purchase. However, in terms of the consumption pattern, consumers have different perception and opinion. For example, some of the consumers give importance to the nutritional value some consider the price volume ratio. Therefore it can be stated that with proper manufacturing system and ensuring preservation of the nutritional value, consumers will not mind buying genetically modified foods. On the other hand, it has been also identified that consumers give high preference to the brand value of the company’s manufacturing genetically modified foods. In the next section, the study will identify the key competitors of the industry will try to analyse their situation. In addition, the findings from the above interview and survey will be considered and recommendations to these companies will be made about how they can improve their market position. General Findings The study has also undertaken secondary research to a certain extent in order to verity the claims made by the respondents are logical enough. In order to carry out this section, the study has considered the use of books, journal articles and authentic electronic sources. The findings are discussed below. According to a study carried out by Gregory Baker and Michael Mazzocco, the introduction of genetically modified food products i.e. products manufactured with the assistance of foreign material, has received mixed reaction from the customers. Despite that, the US farmers have been increasingly making use of genetically modified crops for the purpose of harvesting crops. In the year 2003, the data by U.S. Department of Agriculture, National Agricultural Statistics Service (2003) revealed that plantings of the soybeans, GM corn, up-land cotton are estimated to account for 80%, 38% and 70%. This figures actually witnessed an increase from its previous shares of 52%, 25% and 56% respectively. Hence, it is evident that drastic growth of GM crops is experienced in the last few years. Ironically, despite of colossal growth and increasing popularity, GM (genetically modified) foods have hardly received attention from media and other consumer forums in the US. On the contrary, some of the US companies have fuelled the issue of its popularity by deciding not to advertise foods that contain GMO ingredients. For example, the renowned US firm Gerber, uses “NO GMO” tag in its baby food product line just to ensure quality of the food has not been compromised (Bogers, 2011; Agriculture and agri-food Canada, 2013). In the similar way, Ben and Jerry’s products include statements as “The family farmers who supply our milk and cream pledge not to treat their cows with rBGH” (Baker and Mazzocco, 2005, p.15). However, if the European perspective is considered it will be observed that the situation is much more severe. For example, there are only three or four super markets in the UK those sales GM products. On the contrary, due to stringent pressure from the consumers, a number of supermarkets have eventually stopped the sales of GM products and assured customers that the products will be manufactured through organic process and will not contain any genetically modified ingredients. Therefore from the above analysis and discussion it can be observed that consumer perception about GM products greatly differs from one country to the other and hence the success of a company involved in the production of genetically modified products will depend upon the consumer trends. Key Companies & Strategic Recommendations As mentioned above, the genetically modified food industry is growing at a robust rate and as a result of the attractiveness of the industry a number players are entering the industry with the hope of achieving success and outshining the rivals. Some of the major players of this industry are Monsanto (NYSE: MON) which is based in St. Louis, Missouri; Syngenta AG (NYSE:SYT) headquartered in Basel, Switzerland; Pioneer Hi-Bred International based in Johnston, Iowa; Dow Agrosciences, located in Indianapolis, Indiana, BASF (OTC: BASFY) presently headquartered at Ludwigshafen; Germany and Bayer Cropscience which is located at Monheim, Germany. Apart from the major six there are several other small scale players who operate actively in the US market. Most of the companies involved in this segment manufacture foods that satisfy the need of consumers and tries to manufacture it in such a way that there is no health impact and also tries to preserves the nutritional value (Ghadge, Dani and Kalawsky, 2012). However, due to increasing health awareness among the consumers as shown in the survey the following are the strategic recommendations that can help these companies to surmount the challenges of the market and operate efficiently. The companies should market their products in such a way that it appeals to a mass segment and at the same time must ensure it is free of any negative health impacts. Studies have shown that US customers portray a mixed reaction about the GM products and therefore proper marketing and ensuring quality will result into a company’s success (Lockamy and Smith, 2000). Another vital recommendation to the companies is that they must carry out periodic market survey in order to identify consumer trends and on the basis of that findings, the company can either modify their existing strategies. Roles and Opportunities The study identified that consumers portray a mixed reaction towards the industry. As a result of that proper marketing and strategy may lead companies towards success. In the context of entrepreneurs, opportunities in the US market are literally endless, but they need to ensure that their business is complying with the standards set by the government. In addition, proper manufacturing system also needs to be followed so as to ensure the quality does not degrade (Food Standards Agency, 2012; Eurostat, 2011). From the perspective of the government, it has the opportunity to ensure people consume nutritious products and gain their confidence. However, at the same time the government need to assess the product quality and then only allow the product to be marketed. In the similar way, investors also have great opportunities as the industry is currently growing and with proper government support, each stakeholder group will experience success (Bourlakis and Weightman, 2008). . Reference List Agriculture and agri-food Canada, 2013. Global Trends Grocery Retailing Implications for Suppliers and Manufacturers. [pdf] Available at [Accessed 26 November 2013]. Anderson, J. L. and Bettencourt, S. U., 1993. A Conjoint Approach to Model Product Preferences: The New England Market for Fresh and Frozen Salmon. Marine Resource Economics. 8, pp. 31-49. Baker, G. and Mazzocco, M., 2005. Who Should Certify the Safety of Genetically Modified Foods? International Food and Agribusiness Management Review, 8(2), pp. 1-20. Baker. G. A. and Burnham, T. A., 2001. 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Target Costing for Supply Chain Management: Criteria and Selection. Industrial Management and Data System. 100(5), pp. 210-218. Moore, J. A., 2001. More than a Food Fight. Issues in Science and Technology. National Academy of Sciences. 17(Summer), pp. 31-36. Nelson, P., 1970. Information and Consumer Behavior. Journal of Political Economy. 78, pp. 311-329. Noussair, C., S., Robin, T. and Ruffieux, B., 2002. Do Consumers Not Care about Biotech Foods or Do They Just Not Read the Labels? Economic Letters, 75, pp. 47-53. U.S. Department of Agriculture, National Agricultural Statistics Service. 2003. Prospective Plantings Report. Washington DC: USDA/NASS. U.S. Department of Commerce, U.S. Census Bureau. 2010. American Community Survey. U.S. Department of Commerce/U.S. Census Bureau. [online]. Available at: [Accessed 26 November 2013]. Appendix Focus Group Survey – Customers 1. Kindly comment on your perception about the consumption of genetically modified foods? 2. Do you find any difference between a genetically modified food and an organic food? 3. How do you understand the differences between the two types of foods in terms of taste and appearance? 4. On a scale of 1-5, kindly rate genetically modified foods and organic foods by taking into account the below mentioned factors? (Availability, price, health issues, government role and health benefits). 5. What factors do you consider before actually making a purchase? Focus Group Survey – Government Official 1. What are the policies and rules does the government has imposed pertaining to the management of the genetically modified food industry? 2. What are the activities undertaken by the government to ensure food safety and security? Also comment on the management and legislative frameworks that the government has undertaken to ensure safety over the consumption of genetically modified foods? Focus Group Survey – NGOs 1. To what extent do you consider genetically modified food industry is ethical from the societal perspective? 2. What activities do you undertake in safeguarding the interest of people and society pertaining to the consumption of genetically modified foods? Focus Group Survey – Company Executives 1. What role does technology plays in the development and prosperity of genetically modified food industry? 2. What is 3. Importance market dynamics and market demand for genetically modified food industry? 4. To what extent production technique is important for the growth and development of for genetically modified food industry? 5. Kindly elaborate on the importance of supply chain management and logistics services in the growth of this industry? Read More